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Marketers think they always know what their potential and existing consumers want and expect, but this article proves that they do not know some things about their consumers. This article provides results and information that were generated from a survey that was performed by CMO Council and Lithium regarding the different perceptions that consumers have than the ones marketers have of them. The results are based on the answers that CMO marketers and consumers gave for the survey. The survey’s results indicate there is a wide gap between what consumers expect from social media communications and what marketers think consumers behave with social media. Marketers use social media as method to build brand awareness, sustain brand loyalty, and to encourage brand engagement. The results show that consumers participate in brand engagement through social media because they expect to be rewarded for their behaviour. Customer loyalty reward programs are one way brands try to encourage consumer to communicate with them through social media. The results in image 1 show that a large percentage of consumers engage with brands through social media because they expect their behaviour to be rewarded by the brand. Image 1 shows that a large percentage of CMOs think that consumers communicate with them through social media because they like the content they have access to. Marketers need to figure out a way to integrate their thoughts with the thoughts of consumers to be able to effectively establish effective online communications with consumers. The survey's results show that marketers need to establish other strategies to improve brand engagement on social media which will create long-term sustainable relationships with consumers by effectively utilizing the opportuniti es social media provides them.=====


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This article talks about how advertisers and brands can benefit from integrating the social TV apps in their advertising campaigns. The article uses the following social TV apps to explain the benefit of this strategy: GetGlue, Miso, and Shazam. GetGlue has an app that allows users to rate entertainment content. Marshall talks about some of GetGlue's advertisers like Coco Cola which rewarded users that rated the X Factor show's content. Miso and Shazam also provide users the ability to rate the entertainment content they had access to and have integrated advertising within their services. Social TV is an integration of TV content with social media. This integration enables the TV content to become more social and engaging. People who are using social TV can engage in the TV content they are watching by simultaneously interacting with people on social networking websites like Facebook. Social TV apps allow users to engage in the content they are watching. Social TV apps try to make the TV experience engaging for viewers. Social TV apps provide brands opportunities in engaging their target audience through the integration of the brand with the service that the social TV apps provide to users. Advertisers can use the space that social TV apps' have to achieve their brand engagement goal with their target audiences. If an advertising campaign's target audience spends most of its time on social networking websites, it would be effective to integrate the social TV app platform within their campaign. These types of apps allow a user to communicate about what they are watching, and what they think about the content they are viewing. Integrating more than one advertising platform can help an advertiser reach a wider audience which will lead to brand awareness.=====